Objective: Target corporate heads, CEOs, Presidents and the
likes. People who are generally
health conscious, read calorie conscious, but don’t necessarily find the time
to exercise. Encourage them to switch to ZERO, a zero calorie sugar substitute.
Idea: The mailer sent to each individual consisted of a
measuring tape, the tape we use to measure our waist. Only it’s not an
ordinary measuring tape, it’s made from an elastic material. Basically, the
tape stretches around your waist giving you the measurements you’ve always
dreamt of. An exercise that allows one to ‘Choose your waistline.’ Which is
exactly what ZERO delivers.
Result: In the coming months ZERO saw a 17% increase in the
sales in the 4 metros where the mailer was sent.